Content value, we're talking ROI, lead generation, corporate elevation via thought leadership, inbound marketing success, it's a loaded bag! The thing is, the personality of the CMO, the B2B marketer, for example. I have seen some very analytical minds approach content strategy and success with a focus on lead generation, business mandates - making content perform. Others take a more content strategy approach, brand publishing, social storytelling, content curation. It's really a combination of these approaches - these personalities - that creates the best opportunities.